“Can you send us a PM please?” Service recovery interactions on social media from the perspective of organizational legitimacy

Herck, Rebecca Van; Decock, Sofie; Clerck, Bernard De

doi:10.1016/j.dcm.2020.100445

Cited by 15 publications

(10 citation statements)

References 38 publications

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“…Most companies did not reply to the complaints, perhaps because of the crisis they faced. Many companies diverted the attention of the customer to other channels corroborating previous study (Van Herck et al , 2020; Einwiller and Steilen, 2015). For instance, an airline stated that “Hi, unfortunately we do not have access to customer systems on here as Facebook is run by the marketing team.…”

Section: Discussionsupporting

confidence: 87%

Virtually present others and their influence on complainants’ follow-ups and firm response

Rios

Riquelme

Comai

2023

JSM

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Purpose The purpose of this empirical research is to investigate the influence of interactive virtually present others (VPOs) on a firm response and customers’ reiterated complaints (follow-ups) during service failures. This research follows up on previous experimental studies that suggest VPOs affect the focal customers’ complaint intention. Design/methodology/approach More than 16,000 posts (of complaints and complainants’ follow-ups) on 13 airline Facebook pages were analyzed using partial least squares. Findings This empirical study found that customers’ complaints are attended to the extent the complaints are followed up with more comments as supported by VPOs suggesting a contagion effect. Besides, it appears, the squeaky wheel is the one that gets the grease. The interactive virtual presence of others does not have an effect on a firm response toward them, despite their support to complainants and calling the airline to act. Originality/value To date, previous experimental studies have only featured a single VPO in potential complainants’ responses; however, in this empirical study the authors take into consideration the interaction of several VPOs in the service failure. Also, the focus is on the influence of VPOs on customers' complaints rather than the other way around.

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Section: Discussionsupporting

confidence: 87%

Virtually present others and their influence on complainants’ follow-ups and firm response

Rios

Riquelme

Comai

2023

JSM

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“…As generic responses are often not relevant and do not account for individual needs, they are generally not appreciated by customers but considered as unhelpful. Likewise, customers complain about corporate tweets that do not give a definitive or straight answer, that do not really answer their original question, and do not provide the information they requested (see also, for example, Fan & Niu, 2016; van Herck et al, 2020). While template responses may appear to be an efficient means of replying to customers from a corporate perspective, a context-sensitive approach to language use and communication that takes into account the customer’s original message may go a long way in contributing to customer communication that is perceived positively.…”

Section: Discussionmentioning

confidence: 99%

“Doesn’t Really Answer My Question . . .”: Exploring Customer Service Interactions on Twitter

Lutzky

2023

International Journal of Business Communication

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This article explores customer service interactions between the Irish airline Ryanair and its passengers on the social networking platform Twitter. Using a corpus linguistic methodology, it investigates a 1-million-word corpus of Twitter threads comprising tweets addressed to and posted by Ryanair between August 2018 and July 2019. Studying the communicative strategies used in the corpus reveals customers’ main concerns and causes for complaint, and how the airline addresses these in their response tweets offering assistance to passengers. In addition, the analysis of customer response tweets to these corporate replies allows insights into customers’ reactions to and perception of the (often generic) answers they receive. The aim of this case study is to gain further understanding of the linguistic and communicative features that characterize customer service interactions online, and the attitudes customers voice toward them, with a view to streamlining customer communication and improving levels of customer satisfaction.

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“…l. 4, “Please, send an email to facebook@danskebank.dk”). According to studies on webcare (Van Herck et al, 2020), this is a strategy often used by companies to redirect customers to a private channel, possibly to silence them and avoid legitimacy threats. In this case, the bank is successful in that the user does not make any further comments.…”

Section: Discussionmentioning

confidence: 99%

“We’re Not Proud of the Cases We’ve Been Involved in”: Crisis Resolution on Facebook Using Conversational Human Voice

Holmgreen

2023

International Journal of Business Communication

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The article discusses the use of conversational human voice (CHV) to address negative eWOM on brand-generated social media platforms. Using the case of a crisis-ridden Danish bank, the article investigates the use of CHV outside service failures and its effects on critical publics in the context of intentional crises. The data consist of posts and comments from the bank’s Facebook page, following allegations of money laundering. The analysis reveals that CHV is used extensively by the bank to counter criticism; however, the degree to which the strategy is standardized or tailored seems to depend on whether users appear once, have a regular presence, engage in dialog, and are known to the bank’s employees. These findings suggest that while CHV is intended for more personalized communication to make users more sympathetic to the organization, its use will have to be contextualized to be effective.

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“Can you send us a PM please?” Service recovery interactions on social media from the perspective of organizational legitimacy

Cited by 15 publications

References 38 publications

Virtually present others and their influence on complainants’ follow-ups and firm response

Virtually present others and their influence on complainants’ follow-ups and firm response

“Doesn’t Really Answer My Question . . .”: Exploring Customer Service Interactions on Twitter

“We’re Not Proud of the Cases We’ve Been Involved in”: Crisis Resolution on Facebook Using Conversational Human Voice

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